Customer Journey Analytics

Canadian telecommunications provider Telus used technology from its WillowTree subsidiary to gain visibility into customer service requests. The system revealed revealing that a substantial number of phone calls came from customers who had visited the app or website within one day prior and that call volumes spike three to four days after bills are sent. That allowed Telus to proactively address issues through push notifications, reducing operational costs while improving customer satisfaction.

Financial services organizations have achieved notable results. A retail bank used customer journey analytics to understand soft churn behaviors by creating a rolling 12-month baseline of customer behavior and comparing it to recent activity. A major retail bank implementing customer journey analytics saw a 15% reduction in customer churn, translating to $25 million in retained revenue over 12 months. The credit card team at another major bank used journey analytics to understand the role different channels play in credit card offers.

Success factors emerge from these deployments. Vodafone identified key drop-off points in its onboarding process, leading to a 40% reduction in customer churn and a significant increase in Net Promoter Score.